"We recognise that the two countries have unique cultures, audiences and needs; we therefore tailored our communications to be more locally relevant and to maximise the effectiveness of our messages," said HP imaging and printing group director of brand and communications, Ivy Liang.
Like many of its tech peers, HP has — traditionally — relied on more of a top-down approach to local marketing communications. "As the HP brand continues to grow in the region, you will expect to see more locally-generated campaigns from HP," Liang said.
Publicis regional business director Euan Wilcox added: "I've come from large clients where pretty much the extent of localisation is the voice-over and perhaps a couple of key frames. Every agency is always trying to push the fact that we can be more effective if we work from a local agency perspective."